What’s in a name? The potential for a significant marketing opportunity, according to a company that’s been hired to sell the naming rights to the amphitheater at Los Colonias Park in Grand Junction.
“We believe that the amphitheater, strategically located in the heart of the Western Slope, with complete visibility to more than 3 million vehicles per year, will continue to deliver quality event options to families as well as being a great marketing asset to a corporate naming rights partner with unique benefits and branding value,” said Eric Smallwood, president of Apex Marketing Group. “We have developed a presentation and a proposal that will identify these benefits, and we will begin meeting with prospective partners immediately.”
Oak View Group Facilities, the company that manages the amphitheater as well as Two Rivers Convention Center and the Avalon Theater in Grand Junction, hired Apex Marketing Group.
“We look to partner with a company interested in our unique location and demographic audience and invested in our mission of providing affordable entertainment and event options to the region,” said Maria Rainsdon, general manager of the three Grand Junction venues for Oak View Group Facilities. “Engaging Apex to sell our naming rights gives us great confidence that we will be successful in securing a naming rights partner that will maximize the marketing potential of both entities.”
Located in a 130-acre park along the Colorado River south of downtown Grand Junction, the amphitheater opened in July. Since then, the venue has been used for a total of nine concerts and other events.
It’s expected the amphitheater will host 20 to 30 events a year with a total attendance of more than 40,000 people.
Smallwood said a naming partner will receive millions of marketing and advertising impressions a year as well as an opportunity to go beyond traditional brand marketing in showcasing products and services in Western Colorado.
Based in Detroit, Apex Marketing Group has conducted naming rights negotiations and evaluation analyses for numerous stadiums, convention centers and arenas over the past 17 years. Additionally, Apex generates revenue for sports teams, arenas, stadiums, and municipalities by securing contracted obligated revenue streams through the sale and marketing of advertising and sponsorships, exclusive product and food and beverage vendor rights agreements.
In addition, Apex used a proprietary tool to evaluate its branding and marketing assets and determine a true value of those assets.